Visual CommunicationCDG 204

School of graphic design 2014Lecturer: Miss. Hafiza Wahida Abd Kadir

CreativityChapter 7

‘But out there is where the fruit is’

A Good Idea

A successful idea is characterized by the fact that it captures attention and invokes emotions (joy, desire, sympathy).

The idea should be simple and have the capacity for further development.

Practical Creativity

This involve a number of phases which have to be passed through;› Insight› Goal› Situation› Preparation› Openness› Priorities› Pauses› Tricks of the trade› Censorship› Respect and lack of respect› The idea itself

Trick the Brain

The following method can be used to escape a mental block;› Association;

Brainstorming (where all the suggestions are welcome).

› Sketching; Drawing triggers completely new ideas.

› Opposites; Trying to come up with ideas using opposites and

conflicts.› Start at the end;

Starting with the idea and working backwards towards the necessary prerequisites.

Force the Habit

It’s important to identify and break force of habit with a message in an innovative form with unpredictable content.

TypographyChapter 8

‘Why 9/11?’

Visible & Invisible Typography

Visible typography:› The letters take on a personal design,

which reinforces the message. For instance in a newspaper header or in a

logotype. Invisible typography

› Form a silent link between author & reader.› Form a silent link between send & receiver.

As in a work of literature.

The Letters

Romans:› Characterized by the difference between

thick strokes & fine hairlines & the fact that they have serifs. The letters’ heels or feet.

Sans serif:› Characterized by their even design and the

lack of serifs.

Choosing A Typeface

The typeface must suit the context & be readable.› Readability; how easy it is for the receiver

to read a text.› Factors crucial to readability include the

typeface itself, type size & line length.

Typographical Reinforcement

Reinforcement;› The need to highlight more clearly various

part of a text.› The most common are use if headings &

subheadings & the marking of new paragraphs.

The Typographic Whole

The whole also conveys a message. The symmetrical approach is

experienced by the receiver as being organized, harmonious & elegant.

The asymmetrical approach is dynamic & attractive.

The contrasting approach is experienced in an intense fashion through contrasting sizes, strengths, shapes & colours.

TextChapter 9

‘But that was much later’

Goals in text

Need to be formulated at every stage of communicative work, & that goes for visual as well as verbal communication.

What does the text have to achieve?› Influencing & changing someone’s

emotions or attitudes?› Teaching something?

Who Is The Reader?

Have to know who they write for.› Writers have to put themselves in their

reader’s shoes & think about the reader’s needs.

10 advice on the art of writing advertising

Have the reader in your mind’s eye Start with the headline Follow-up the headline in the text

immediately Be concrete and not too witty Write in the active voice and remove

most of the adjectives

10 advice on the art of writing advertising

Cross out everything you can Remove your favorite bits without crying Don’t be ingratiating, but do be quite

personal Check the text against your strategy and

creative goals Have someone read what you have

written› Proof reading.

Project Brief. (10%) Use your creativity by using

typography and visual. Create a visual that can communicate. Use software adobe illustrator and

adobe Photoshop.› Set up as portrait or landscape.› Use A3 size.

Date line: 20th of March 2014.